When Karen Blackett was small, her parents used to tell her to get comfortable being memorable because at times she would probably be the only female, not to mention Black person, in the room.
Since then, Blackett, 50, has climbed to the top of the advertising industry, conquering imposter syndrome along the way. She is the UK country manager for the advertising giant WPP, as well as UK chief executive of GroupM, WPP’s media investment company, and chancellor of the University of Portsmouth.
As a storyteller, whose job is to connect brands to consumers, Blackett is always on the hunt for creative inspiration. But being creative under pressure is no easy feat. Speaking from her home in west London, she reveals how she manages to stay inspired.
Everybody defines creativity in different ways. For me, creativity is about being able to think without barriers and to think differently. Working with a life coach for the past 18 years helps to put things into context, which allows me to break down my own internal barriers.
I talk a lot about work-life blend. That’s the idea that work is life and life is work and you have to know how to blend the two rather than talk about a work-life balance, which makes it sound as though there is a constant battle between the two. I love my work and don’t see it as a chore.
To get into the zone creatively I like reverting to being a child. Messing about and playing games with my 11-year-old son gets me to think differently and removes barriers in terms of how we’re meant to be as an adult. It’s just me and him, I’m a single mum, so we’re quite close. Minecraft is a big one for creativity and we do word games. And although he’s getting a bit old for them, we love lightsaber battles in the garden. He always makes me be Darth Vader. Kids do things in different ways because they don’t have the filters that we have as adults.
I’m not really good at sitting still, so as much as I try to be mindful, I can’t be. Music is my backup to get me going. There is nothing better than a bit of Aretha Franklin and Rock Steady, or a bit of Motown, or funk, or soul, or hip-hop, or Cuban, or a bit of calypso. A friend is trying to get me into jazz and I’m having none of it.
For me, creativity comes from diversity of thought from different people. I surround myself with people who are different to me, which means I don’t find being creative under pressure a challenge. It’s when you try and force creativity that it is a nightmare.
My biggest challenge in my career has been not feeling like an imposter. Because my industry still doesn’t look like me – it really doesn’t. One in three of our leaders were privately educated, where the national average is one in 14. When it comes to leaders, 36% are women even though at entry level, 52% are female and 48% are male. And less than 4% of leaders are from ethnic minorities.
I use Pinterest for all the areas of my life I’m passionate about. So for diet, cooking, exercise, in terms of health. I love interior design and architecture as well so I have loads of different moodboards. And gardening. I never thought I’d become a gardener! For me, those passions are part of my creativity.
I got into Pinterest about four years ago while renovating my house in the Cotswolds. I contacted a garden designer who shared their moodboard with me on Pinterest. I’m slowly refurbing the house where I live in west London: everything from going up into the loft and doing a side extension, to going out to the rear and building something in terms of a garden studio, so I use Pinterest all the time. And also for bits of kit and specific products. This will sound really flash, but I found a TV that comes down from the ceiling for a room with lots of glass and no wall for a TV.
I don’t find Pinterest sucks my time because I use it at the end of the day. It’s my downtime – the equivalent of reading a magazine. It gets me thinking. I do it for about half an hour at 9pm, a time that works for me because during the day I’m on calls, or presenting and reading papers. It’s my way of refilling my hopper.
Of the six creative types identified by Pinterest’s Inspiration Nation research, I’m definitely in the Inspired Makers category. It’s because I’m a person who goes from one project to the next. You will never see me sit still. So there’s always a project on.
On some social media platforms you get keyboard slayers. Their commentary will have nothing to do with what I’ve said and everything to do with how I look. Their criticism gets wrapped up in gender and race. You don’t get this type of criticism on Pinterest.
I’ve had a life coach for more than 18 years. He’s a really good friend now. He’s one of those radiators of energy. From a personal and professional point of view, he’s genuinely helped me. It’s about someone giving me the verbal slap I need when I have those moments of insecurity or lack of self confidence. He’s great at allowing me to prioritise and put things into context.
I find the diversity of creativity on Pinterest amazing. I don’t get the “look at me” that you get on other platforms. There’s not that self-indulgence and arrogance. There’s a genuine wanting to help. Lots of people genuinely trying to share knowledge and information in a good way.
To find out more about Pinterest’s diverse audience check out their Inspiration Nation study: business.pinterest.com/inspirationnation
